Story Framing
Identify what is genuinely newsworthy or useful to the intended audience.
Lambai Communication
Public Relations That Starts With a Story Worth Understanding
PR is strongest when the story is clear, relevant and prepared for the people who may choose to tell it.
Lambai Communication can support the thinking, messaging and preparation behind media-facing communication without making unrealistic promises about editorial coverage.
Discuss Your Project
Prepare the Story Before the Outreach
Media outreach should begin with a clear understanding of the announcement, its relevance and the evidence or context available to support it.
Media Materials
Prepare clear messaging and materials that make the story easier to understand.
Outreach Planning
Consider relevant media audiences and an appropriate approach to communication.
Ways to use this service
Prepare a story that people can understand and assess
Announcements & launch stories
A useful announcement explains what has changed, why it matters and who is affected. Before outreach, collect accurate details, appropriate background and approved quotes. Consider whether the story has relevance beyond the organisation’s own priorities. Supporting images, a clear summary and accessible contact arrangements can make the information easier to review, while publication remains an editorial decision.
Media materials & spokesperson preparation
Consistent materials give spokespeople and media audiences a clearer starting point. Key messages, background notes and anticipated questions can help organise the story and identify gaps before a conversation takes place. Where an interview is expected, media training can help the spokesperson practise clear explanations and concise responses. Facts, supporting evidence and approval responsibilities should be agreed before materials are used.
PR within a wider communication plan
PR can connect with advertising, video and communication planning when each activity has a clear role. An advertisement may introduce an offer, a film may explain it and a media story may explore its wider relevance. Align the central message while respecting the different requirements of paid and earned communication. A shared plan can help organise timing, materials and spokesperson availability.
PR Areas We Can Discuss
The appropriate mix depends on the story, timing and communication objective.
- PR messaging and story development
- Announcement planning
- Press-release and media-material direction
- Media outreach planning
- Spokesperson message preparation
- Reputation-focused communication
Before we begin
What to include in your PR brief
Share the proposed announcement, why it matters now, the audiences involved and the facts available to support it. Include dates, approved background information, spokesperson details and any existing media materials. Identify sensitive points or unanswered questions that need clarification. This helps define story preparation and outreach requirements without making promises about coverage, publication timing or editorial treatment.
Story developmentKey messagesMedia materialsInterview preparation
How the Work Can Take Shape
A clear process keeps the message connected to the objective while leaving room for creative and practical decisions.
01
Clarify
Define the story and why it matters.
02
Prepare
Build key messages and supporting material.
03
Target
Consider relevant media audiences.
04
Communicate
Plan outreach and next-step responses.
Questions Clients Often Ask
Can media coverage be guaranteed?
No. Editorial decisions belong to media organisations and journalists, so coverage cannot be guaranteed.
When should PR planning begin?
Earlier planning gives more time to clarify the story, prepare materials and anticipate questions.
Can PR work alongside a campaign?
Yes. PR can form one part of a broader communication approach when the message is aligned.
Can you help prepare a spokesperson?
Media-training support can be considered when a spokesperson needs to prepare for interviews.
Keep exploring
Connect this work with your wider message
Media & Communication
Explore how media & communication can support a connected communication plan.
Explore media & communication →Media Training
Explore how media training can support a connected communication plan.
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PR vs Advertising: What Is the Difference?
Public relations and advertising can support the same broader communication objective, but they work differently.
Read the guide →Have a Story or Announcement to Communicate?
Begin with what is changing, why it matters and who needs to understand it.
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